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Starbucks is closing its Odyssey Beta program, marking a significant transition away from blockchain rewards for the foreseeable future.
The Seattle-based company informed customers of Odyssey's demise via email and in a update on their FAQ page.
“The Starbucks Odyssey Beta must come to an end to prepare us for what's to come as we continue to evolve the program,” the company said.
The program attracted widespread attention for its integration of blockchain technology with customer loyalty initiatives when it was first launched in late 2022.
It will officially end on March 31.
Members of the program have until March 25 to complete any featured activities and so-called “journeys,” a type of rewards program in which members can earn, purchase and exchange non-fungible token (nft) stamps.
The first nft collection was made up of 2,000 “Travel Stamps” and sold out in the first 20 minutes after going on the market.
Details on how many jobs will be eliminated are now unclear.
In a heartfelt statement, the program's community leader shared the personal impact of this decision, reflecting on the vibrant community built around Starbucks and the Odyssey program.
Going by the name @NFTbark, they expressed a mix of gratitude and sadness, grateful for the experiences gained during their tenure at Starbucks.
Even as the emotional bond fades more strongly, @NFTbark shared an optimistic outlook on facing the uncertainty ahead while cherishing memories with Starbucks, like enjoying a cold beer and birthday cake.
However, they made it clear that they would no longer speak on behalf of Starbucks or about the Starbucks Odyssey program.
Starbucks: stamps remain accessible through Nifty
It remains to be seen if Starbucks delivers on its promise to “evolve” the program. The coffee retailer promised a final benefit for Odyssey members who have reached level 1 or higher, which will be communicated via email at the end of March.
Additionally, the fate of members' accumulated points and Odyssey Seals has been outlined. Points will expire when the program ends, with no additional benefit selection periods planned.
However, Odyssey Stamps will continue to be accessible through Nifty Gateway, and the Odyssey marketplace will transition to the Nifty marketplace, allowing for the continued buying, selling and transferring of stamps.
Stamps can be withdrawn to an external wallet for trading on other platforms. However, the dedicated Discord server for the Odyssey community will shut down on March 19, although the coffee retailer is exploring new ways to keep the community engaged.
Starbucks is not the only major corporation canceling its nft programs. In October 2022, the nft marketplace project The Vault by CNN ended, as the media outlet stopped selling digital collectibles.
And in March 2023, Meta announced that it was “closing down” its work with NFTs on both Facebook and Instagram.
